Research On The Quality Of Event Marketing

With the development of market economy, competition between enterprises is increasingly fierce. How to win the attention of consumers in the complex and ever-changing market environment, then gain the " currency votes " casted by consumers, as every enterprise must seriously consider the issue.Marketing, enterprises and the market, and consumers to communicate the core platform and associated basis means, has become the first weapon of many enterprises in the market "rewards base". With the advantages of small obstacles,deep spread and high levels, and low cost, in recent years event marketing drew much of the "favor" of many Chinese enterprises.However, throughout the various performance of Chinese enterprises in the implementation of the events marketing, we found that Chinese enterprises on the event marketing awareness, understanding and application existed a typical "three little more than 3": Use of tactical more than strategic thinking , speculation scene more than dig deep meaning ,far-fetched more than interest docking. The author believes that a key reason why the above-mentioned issues, the reason is that we lack of in-depth thinking of event marketing. Based on the perspective of the quality of the event marketing , researching on connotation , the characteristics of the source and the systems of evaluation, management of the quality of the event marketing,helped enterprises more systematic, scientific understanding and grasp.1.The quality of event marketing domestic and international reviewThe author believes that although China has begun to heavy study event marketing issues , but also mainly concentrated in introducing universal theory and analysing the case, in-depth, systematic analysis based on the quality level has not effectively started. Foreign scholars have carried out a number of studies in the content, make sure, and control of marketing quality, but on the one hand ,these studies have yet to be further improved, on the other hand, these are the general study based on the enterprise level , on the quality of corporate event marketing ,the analysis also has not been involved.To sum up, although the event marketing has become a widely attentive problem in the marketing theory and practice, but because of various factors,at present the quality of the event marketing study also did not receive due attention. The author believes that part of the contents of this analysis will help to enrich and improve the theory of event marketing, and play a more effective guiding role on the practice of the event marketing of the enterprises.2.The quality of event marketing content, features and sourcesOn the basis of an analysis of event marketing in the nature and quality, the author believes that, in order to define the scientific quality of event marketing, the need to the following four principles: objective principles; basic principles; relevance principles; flexibility principles.This paper defined the quality of event marketing as that the quality of event marketing is that the enterprises ,in the complex and ever-changing marketing environment, in order to increase corporate image, brand value and market share, to marketing events for the carrier and platform use, innovation, and allocate the marketing resources in achieving customer satisfaction in the process of application. And it analyze the connotation of quality of event marketing from the nature , the targets, the environment and process ,and so on.This paper also raised the core features of event marketing quality: applicability, the process ,learning and integration.On the basis of the above analysis , this paper raised the sources of event marketing. Generally speaking, it includes two aspects:First, the source of marketing elements quality, including brands, products, channels, services, advertising and other communication activities. Second ,the sources of relation elements quality, including enterprise - events - media relations; enterprises - events - competitors; enterprises - events - consumers; enterprises - events - social relations.And it made the quality of corporate event marketing source model.3.The quality of event marketing evaluation and management On the basis of analysing evaluation dimensions and principles of the quality ,this paper raised an evaluation index system ,which contains 25 indicators of the quality of event marketing ;it pointed out that fuzzy comprehensive evaluation method was an effective way to assess the quality of corporate event marketing ;it also raised the basic format of the quality evaluation report.This paper also briefly analyzed event marketing quality management,it raised the principles of event marketing quality management , including: interactive principle, non-equilibrium principles, norms principles. And it pointed out that the main elements of quality management includes marketing elements management, relation elements management and collaborative management between them.Experience, "brain" and management of software is the three basic methods of event marketing quality management.4.The Present Situation, Problems and enhance countermeasures ofChina's enterprises event marketing quality constructionFrom the longitudinal analysis, the quality of China's enterprises event marketing has made considerable progress.From the horizontal comparison, the quality of China's enterprises event marketing compared with the developed countries' is still a big gap.In this paper, it studied three major issues in the construction of China's enterprises event marketing quality ,these include: first, the lack of strategic thinking of event marketing.It mainly reflected the prevalence of short-sighted thinking and the lack of in-depth marketing thinking.Second, the lack of integrated event marketing implementation.Third, the lack of scientific control of event marketing.It primarily reflected on the lack of effective control on the event marketing process and the lack of an effective summarize and feedback about event marketing campaign .Based on the above analysis, this paper also puts forward China's enterprises event marketing quality improvement model.And it conducted in-depth studies in three acsepts: the establishment of strategic marketing thinking,the integration of marketing and relationship elements quality,deepen and strengthen the control of events marketing .